Ghirardelli Launched Packaged Cookie Line
The confectioner is expanding its U.S. shelf presence into finished baked goods to counter a softening market.
Updated on Oct. 7, 2026 in Consumer Goods
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Ghirardelli has introduced chocolate chip and double chocolate chip cookies to its product lineup. The launch marks a pivot for the brand, which previously focused on baking mixes and refrigerated dough.
Why it matters
By moving into finished goods, the brand aims to maintain its momentum after exceeding $1 billion in revenue in 2025. This expansion occurs as the broader U.S. cookie market faces a projected 1.2% sales decline to nearly $19 billion in 2026.
Ghirardelli achieved over $1 billion in revenue in 2025 with double-digit sales growth. This follows the 174-year-old brand's current performance benchmark against an expected 1.2% contraction in total U.S. cookie market sales to approximately $19 billion for 2026.
The players
Ghirardelli
A 174-year-old chocolate brand based in San Francisco that manufactures premium cocoa products and baking supplies.
Lindt & Sprüngli
A Switzerland-based global confectionery leader and the parent company that manages the operations and strategy of Ghirardelli.
The details
Owned by Lindt & Sprüngli, Ghirardelli is leveraging its existing home baking distribution channels to push finished cookies into retail. The rollout begins with specific grocery partners before a broader national expansion. This strategy allows the firm to capture more shelf space in the snack aisle beyond its traditional raw baking ingredients.
Timeline
Ghirardelli achieved double-digit sales growth in 2025.
The new cookie line debuts at Kroger retail stores on Oct. 11, 2026.
The cookie line will launch at Walmart retail stores on Oct. 24, 2026.
A national expansion to additional retailers is planned for January 2027.
Market Landscape
The introduction of finished goods against a projected 1.2% slowdown in U.S. cookie sales mirrors a trend of established brands seeking growth through category diversification. This maneuver positions the company to compete directly for snack-aisle share as the broader market faces a 2026 contraction.
Operators in the retail space should monitor supply chain shelf-space dynamics as new product lines crowd existing cookie categories. Watch for how premium brands alter pricing and promotional strategies to sustain volume as the overall market faces projected headwinds.
The takeaway
Product diversification remains a standard defensive play for established brands facing a tightening market. Retailers should track the velocity of these new SKUs through the Oct. 24 Walmart launch to gauge consumer appetite for premium-positioned cookies in a slowing retail environment.
Further reading
For more on the latest shifting product strategies, visit the Consumer Goods section.
Source note: This article includes information reported by Food Dive.
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